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When you hear claims like…

…Best Lawnmower in the country

…Absolute Lowest Pric

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

es In Existence

…Leaves your hair cleaner than any other shampoo

…do you believ

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

e them?

Or is there a certain degree of doubt in your mind about their credibili

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

y? Or whether they are ‘hyped up’?

Think about it. Everybody expects advertisers

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

to exaggerate their claims. To present them in their best light. Which is the ex

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

act reason why general statememts are not as effective as…

SPECIFIC STATEMENTS

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

o…

Rather than saying “Our prices have been reduced”… instead say… “Our prices h

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

ave been reduced by 22% to prepare for our end of year stocktake”

Rather than sa

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

ying “More than 20 varieties of Reebok shoes in stock”… instead say… “More than 2

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

varieties of Reebok shoes in stock”

Rather than saying “Our staff are very expe

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

rienced carpet cleaners”… instead say… “Our team of 12 staff have a combined expe

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

rience of cleaning carpets for 63 years”

Rather than saying “Used all over the w

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

rld”… instead say… “Used in over 46 countries”

Or rather than a cleaner saying “

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

We clean your house thoroughly” why not list every single thing you do

One more

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

thing... When you give people a specific number, they tend to believe it must be

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

rue. So don’t use numbers which are a multiple of 5 or 10. Instead say 4 or 9. It

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

makes it more believable.

Even KFC realises this.

No. They don’t have 10 herbs

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

and spices on their special chicken. They have 11. That’s a heck of a lot more b

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

lievable than 10… or heaps, isn’t it?

So take a moment now and think about how y

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ou can apply what you’ve learnt and be more specific in your advertising.

Warmly

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Businesses these days are stifled with inefficiencies brought on by bad legislation and brain dead regulators. But businesses have a choice; we have a way to fight the system. One way is to stop producing, raise prices and invest in better markets with higher returns and less regulation. As a matter of fact this is what many businesses do and are doing.

The tight and competitive situation in the market had been an eye opener for business to make good of their advertising and promotions. We are all aware that first impression last just like with the materials that are handed to us, we judge them by their appearance. Because of the impression given business advertisers were challenged to produce materials that will pass the taste of their clients.

Media management has become one of the strategic tools for managers and leaders to drive marketing opportunities, communicate key messages, and build a profile. Media and Communications Consultant, Thomas Murrell shares 5 success tips for the getting the best from the media in the most time efficient way.

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